L12. Should I Stay Or Should I Go: When Our Companies Have Eyes For Other Consumers

To attract new customers, companies may lose existing customers. Our research examines how consumers’ attachment styles influence the likelihood of switching companies. When new customers receive exclusive benefits, existing customers’ attachment anxiety predicts switching. Attachment avoidance predicts greater switching, regardless of benefit recipient. Perceived betrayal and firm commitment underlie switching.



Citation:

Na Ri Yoon, Jenny Olson, and Adam Duhachek (2018) ,"L12. Should I Stay Or Should I Go: When Our Companies Have Eyes For Other Consumers", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 937-937.

Authors

Na Ri Yoon, Indiana University, USA
Jenny Olson, Indiana University, USA
Adam Duhachek, Indiana University, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

F6. Can CSR Save a Firm From a Crisis? A Role of Gratitude in the Buffering Effect of CSR on Consumer Vindictive Behavior.

Junghyun Kim, NEOMA Business School
Taehoon Park, University of South Carolina, USA
Myungsuh Lim, Sangji University

Read More

Featured

Format Neglect?: How Different Rank Claim Formats Influence Preference

Julio Sevilla, University of Georgia, USA
Mathew S. Isaac, Seattle University
Rajesh Bagchi, Virginia Tech, USA

Read More

Featured

Green Experiences: Using Green Products Improves the Accompanying Consumption Experience

Ali Tezer, HEC Montreal, Canada
H. Onur Bodur, Concordia University, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.